本文選題：集裝箱運(yùn)輸市場(chǎng) + 營(yíng)銷(xiāo)策略��； 參考：《上海交通大學(xué)》2009年碩士論文

【摘要】： 隨著全球一體化的不斷推進(jìn)及中國(guó)成功加入WTO組織,中國(guó)集裝箱貨運(yùn)市場(chǎng)得以迅猛發(fā)展。尤其華南地區(qū),因其得天獨(dú)厚的地緣優(yōu)勢(shì)、港口資源優(yōu)勢(shì)以及充足的集裝箱貨源生成量,成為兵家必爭(zhēng)之地。 市場(chǎng)形勢(shì)瞬息萬(wàn)變。受美國(guó)經(jīng)濟(jì)疲軟、人民幣升值、新勞動(dòng)法實(shí)施等諸多因素影響,近來(lái)華南地區(qū)的對(duì)外貿(mào)易增幅放緩,導(dǎo)致集裝箱貨運(yùn)市場(chǎng)運(yùn)力投放和運(yùn)量增長(zhǎng)不相匹配,出現(xiàn)供大于求的競(jìng)爭(zhēng)格局。因此,中遠(yuǎn)集運(yùn)公司(COSCON)如何依托其在華南地區(qū)的區(qū)域分部---華南中遠(yuǎn)國(guó)際貨運(yùn)有限公司,通過(guò)有效的營(yíng)銷(xiāo)策略,為公司進(jìn)入新一輪發(fā)展循環(huán)提前做好貨源儲(chǔ)備,并在激烈的競(jìng)爭(zhēng)中立于不敗之地,成為迫在燃眉的一個(gè)課題。 有鑒于此,本文以中遠(yuǎn)集運(yùn)在華南地區(qū)的營(yíng)銷(xiāo)戰(zhàn)略作為課題研究對(duì)象,運(yùn)用PEST模型、五力模型和內(nèi)外部因素評(píng)價(jià)矩陣等工具對(duì)企業(yè)所處的內(nèi)外部環(huán)境進(jìn)行分析,找出影響企業(yè)發(fā)展的因素。并用SWOT矩陣分析企業(yè)所面對(duì)的機(jī)會(huì)、威脅、優(yōu)勢(shì)和劣勢(shì),明確企業(yè)未來(lái)的發(fā)展方向。結(jié)合企業(yè)的愿景和使命提出了差異化戰(zhàn)略的思路。運(yùn)用價(jià)值分析,價(jià)值曲線對(duì)企業(yè)未來(lái)發(fā)展中的各項(xiàng)關(guān)鍵元素進(jìn)行取舍。最后導(dǎo)入平衡記分卡,規(guī)劃了財(cái)務(wù)、客戶(hù)、內(nèi)部流程以及學(xué)習(xí)成長(zhǎng)等4個(gè)方面的績(jī)效指標(biāo)體系,確保在今后各項(xiàng)經(jīng)營(yíng)活動(dòng)中始終貫穿企業(yè)的營(yíng)銷(xiāo)戰(zhàn)略規(guī)劃、實(shí)現(xiàn)中遠(yuǎn)集運(yùn)在華南地區(qū)的營(yíng)銷(xiāo)戰(zhàn)略目標(biāo)。 總之,本課題的研究從實(shí)際案例出發(fā),對(duì)于集裝箱運(yùn)輸行業(yè)打造核心競(jìng)爭(zhēng)力,擴(kuò)大市場(chǎng)份額等方面具有一定的借鑒意義。
[Abstract]:With the development of global integration and China's successful entry into WTO, China's container freight market has developed rapidly. Especially in South China, because of its unique geographical advantage, port resource advantage and sufficient container supply, it has become a necessary place for military experts, and the market situation is changing rapidly. Affected by the weakness of the US economy, the appreciation of the RMB, the implementation of the new labor law, and other factors, the growth rate of foreign trade in South China has recently slowed down, resulting in a mismatch between container freight market capacity and volume growth. There is a pattern of competition in which supply exceeds demand. Therefore, COSCON) how to rely on its regional branch in South China-South China Cosco International Freight Co., Ltd., through effective marketing strategies, for the company to enter a new cycle of development ahead of time to do a good supply of goods. And in the fierce competition in an invincible position, become a subject forced to burn eyebrow. In view of this, this paper takes Cosco's marketing strategy in South China as the research object, using pest model, Five forces model and internal and external factors evaluation matrix are used to analyze the internal and external environment of enterprises to find out the factors that affect the development of enterprises. SWOT matrix is used to analyze the opportunities, threats, strengths and weaknesses faced by enterprises. Combined with the vision and mission of the enterprise put forward the thinking of differentiation strategy. Use value analysis, value curve to choose and choose the key elements in the future development of enterprises. Finally, it introduces the balanced Scorecard, and plans the performance index system of finance, customer, internal process and learning and growth, so as to ensure that the marketing strategy plan of the enterprise will always be run through in the future business activities. In a word, the research on this topic has some reference significance for container transportation industry to build core competitiveness and expand market share from actual cases.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類(lèi)號(hào)】：F274;F552

【參考文獻(xiàn)】

相關(guān)期刊論文 前4條

1 李崢,孫永祥;融資結(jié)構(gòu)與公司治理[J];經(jīng)濟(jì)評(píng)論;2002年04期

2 項(xiàng)保華,李慶華;企業(yè)戰(zhàn)略理論綜述[J];經(jīng)濟(jì)學(xué)動(dòng)態(tài);2000年07期

3 錢(qián)穎一;企業(yè)的治理結(jié)構(gòu)改革和融資結(jié)構(gòu)改革[J];經(jīng)濟(jì)研究;1995年01期

4 孫永祥;所有權(quán)、融資結(jié)構(gòu)與公司治理機(jī)制[J];經(jīng)濟(jì)研究;2001年01期

，

本文編號(hào)：2001211